NEW YORK, NY and MALVERN, PA — 2X said it has acquired The Kiln, expanding its reach from marketing execution into full-scale go-to-market orchestration for enterprise clients.
The deal adds The Kiln’s GTM Engineering capabilities—built around data-driven revenue workflows and deep expertise with Clay—to 2X’s global delivery infrastructure of nearly 1,300 employees across the United States, Malaysia, and the Philippines. The combined platform positions 2X as one of the first scaled Marketing-as-a-Service operators offering integrated strategy and execution across the entire marketing and revenue technology stack.
Executives said the acquisition addresses a growing enterprise need that smaller GTM engineering boutiques have struggled to meet at scale. While Clay’s ecosystem of more than 100 agencies has validated GTM Engineering with small and midsize businesses, larger organizations typically require durable infrastructure, standardized frameworks, and operational continuity alongside innovation.
Backed by private equity firms Recognize Partners and Insight Partners, 2X said it now orchestrates the full GTM system for enterprise customers, from identifying in-market accounts and enriching contact data to automating personalized outreach and executing across channels. The company cited expanded expertise across platforms including 6sense, Salesforce, Adobe, HubSpot, Clay, Gong, Bombora, WordPress, Google, and Meta.
“Traditional marketing providers deliver demand generation and content,” said Domenic Colasante, chief executive officer and co-founder of 2X. “We now orchestrate the complete GTM system—across marketing functions, the full GTM tech stack, and into sales and revenue operations.”
For The Kiln, the transaction offers a path to enterprise scale. Co-founder Patrick Spychalski said the firm built its business helping clients unlock revenue through GTM Engineering but lacked the infrastructure needed to serve large organizations consistently. The Kiln is led by Spychalski alongside co-founder Mathias Powell.
The move also drew praise from Clay’s leadership. Varun Anand said the acquisition accelerates enterprise adoption of GTM Engineering by pairing specialized talent with a scaled delivery model.
With the integration, 2X said clients gain a single partner for strategy and execution across services and technology, reducing vendor complexity while shortening time to value as companies push for more predictable, technology-enabled revenue growth.
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